TAG Heuer ‘connects’ with soccer in long-term partnership

TAG Heuer announced a long-term partnership agreement today with Major League Soccer (MLS) and the U.S. Soccer Federation.

The partnership, which commences on the first day of MLS’ 21st season, March 6 2016, will further establish TAG Heuer’s standing as a worldwide timekeeper for ‘The Beautiful Game’.

The partnership is also inclusive of the Professional Referee Organization (PRO), the organisation responsible for managing the referee and assistant referee program in professional soccer leagues in the United States and Canada.

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During MLS games, PRO referees will wear a Connected watch, the newly launched smart watch in the TAG Heuer collection. Each MLS referee will also be branded with the TAG Heuer logo on their uniform.

Additionally, TAG Heuer will be visible on the substitution board used on the sideline.

As a premier luxury sports watchmaker, TAG Heuer will act as the Official Watch and Official Timekeeper of MLS and PRO. It will also act as the Official Timekeeper of U.S. Soccer.

Through the partnership, and by leveraging MLS’ and U.S. Soccer’s passionate and growing fan bases, TAG Heuer aims to further elevate its global status as a worldwide luxury watch brand.

“Soccer is the fastest growing sport in the United States; and it is also most popular amongst the youth demographic, a generation we aim to connect with,” explains Kilian Muller, president of TAG Heuer North America. “TAG Heuer is proud to already have a fruitful partnership with Bundesliga, the Professional Association Football League of Germany, and we are very proud to be a part of such an exciting new partnership within the United States and Canada. I am certain that together we will make Major League Soccer and U.S. Soccer louder, stronger, and faster. As a team we won’t crack under pressure.”